Brits are known the world over for our sense of fairplay and helping the underdog.

Our economy may be in meltdown but we still support groups such as the Fairtrade Foundation, which gives workers in the developing world a chance to escape poverty.

When shoppers buy products stamped with the blue, green and black Fairtrade logo, it means they support a movement that gives farmers a fair price for their crops.

Farms which sign up have to ensure a decent living wage and working conditions for staff. But does Fairtrade for the rest of the world necessarily mean a fair deal for British consumers?

Interestingly, our exclusive shopping survey has found it’s possible to support Fairtrade – currently promoting Fairtrade Fortnight – and still be quids in.

We took 10 Fairtrade items from Asda and Sainsbury’s and compared them with ordinary branded or own label items – and found the Fairtrade basket cheaper.

In both cases, the Fairtrade basket was almost £2 cheaper than the normal one – smashing the notion that you have to pay more to be an ethical shopper.

Equally astounding are the latest figures from the Fairtrade Foundation, which show that sales have risen by 43 per cent in the past year.

In 2008, we splashed out £700million on groceries carrying the Fairtrade mark.

International development minister Douglas Alexander says: “UK shoppers who buy Fairtrade products are providing developing-world farmers with a crucial lifeline.”

And Sainsbury’s boss Justin King, who’s seen sales of Fairtrade goods soar by 50 per cent, adds: “Through Fairtrade we’ve found a way to give people the best of both worlds – ethically sourced products at affordable prices.”